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Successful cases of Interactive Network Branding

Koporcic, Nikolina

Authors

Nikolina Koporcic



Contributors

Nikolina Koporcic
Other

Jan-�ke T�rnroos
Other

Abstract

This chapter of the book focuses on presenting successful Interactive Network Branding (INB) illustrative case examples. We first present each case by tackling the specific issue that appears in each of the companies, after which we present possible solutions. These case examples serve two purposes. Firstly, they are illustrating contemporary issues that are relevant for small and medium-sized enterprises (SMEs), especially related to their fast growth on the market. As such, the cases are relevant for practitioners who are working in SMEs or having business relationships with them. Second, the study is relevant for students, especially at advanced levels of studies in business schools, who are interested in having their own company or working in an SME in the future. Besides, illustrative cases are often used to help readers comprehend “how the conceptual argument [in these cases INB] might actually be applied to one or more empirical settings”

Citation

Koporcic, N. (2019). Successful cases of Interactive Network Branding. In Understanding Interactive Network Branding in SME FirmsEmerald

Acceptance Date Jul 15, 2019
Online Publication Date Nov 12, 2019
Publication Date Nov 12, 2019
Deposit Date Sep 16, 2019
Publicly Available Date Mar 29, 2024
Book Title Understanding Interactive Network Branding in SME Firms
Chapter Number 13
ISBN 9781789739787
Public URL https://nottingham-repository.worktribe.com/output/2621056
Publisher URL https://books.emeraldinsight.com/page/detail/Understanding-Interactive-Network-Branding-in-SME-Firms/?k=9781789739787

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